Tag Archives: marketing

Marketing – looking for the secret sauce

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When you launch a new company, you wear many hats. When we launched StarBridge Advisors in 2016, I agreed to be responsible for marketing, social media and the website among other things. Why me? I canstockphoto17892303 (1) marketingwas the most social media savvy of the three principals. But “savvy” is a relative term.

I have learned much these past few years and have much more to learn. Fortunately, there is no lack of resources for learning in this continually evolving space. Our website, blog, social media presence on LinkedIn and Twitter, and collateral continue to evolve as we learn what works and what doesn’t.

I listen to Whitney Cole’s Mission Marketing podcast for interviews with marketing experts. I read articles on how best to leverage social media. I tap into the experience of marketing experts I know. And I get ideas from what I see other firms doing.

This week I had the opportunity to attend a portion of the 6th annual HITMC (Healthcare and IT Marketing Conference). I was asked to be on a panel sharing the customer perspective – drawing on many years as a CIO and buyer of products and services. Of course, being on the other side now selling and marketing our health IT advisory services, I was also excited to learn from others.

From the customer perspective my advice was build relationships with prospective clients, provide content that they are interested in, avoid gimmicks, and avoid being the pushy salesperson no one likes. Know your target market and your prospective clients – think “precision marketing”.

After a day immersed in marketing topics with the healthcare IT marketing community, here are a few of my takeaways: Continue reading →

It’s all about relationships

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I’m back in New England in the cold and snow with lots of follow-up tasks after the hyperstimulation of HIMSS19 and a much quieter visit with a friend and colleague on the Florida coast. Yes, that meant a canstockphoto15501323 (1) handshake croppeddaily walk along the beach. As I prioritize and re-prioritize my to do’s, I am reminded that this business is all about relationships.

To show how important the relationships are that I’ve built in my 30 plus years in health IT, here’s some of my scheduled and add-on meetings/calls this week:

  • A discussion with someone who worked on my IT team at Brigham and Women’s Hospital many years ago. She is now a sales director for a security vendor and needed a CIO perspective – she reached out on LinkedIn and I agreed to do a call.
  • Conversations with a few CIOs who are interested in working with StarBridge Advisors as potential advisors. Mutual connections introduced us.
  • A search firm I’d been in touch with years ago contacted me and now I am interviewing for a board position with a vendor.
  • A business partner of a colleague invited me to discuss with an investor the potential to join their advisory board.
  • Talking through an opportunity to host monthly podcasts with a colleague I’ve known for 3 years.

Yes, it’s all about relationships. But it’s not just about who you know. It’s about who you are and how you show up with people. You need to be capable and competent with the right knowledge and experience, but also honest and authentic with high integrity. That’s what it takes to be successful in a business that is all about relationships.

One of the best pieces of sales advice I got from a colleague last year was the “know-like-trust-need” model. People need to know who you are and what you can do, they need to like you, and they need to trust you. If you have all that, when they need you, they’ll call you. Simple. That’s why I focus on relationships. Continue reading →